Customer-Centric Marketing Supporting Sustainability in the Digital Age [Paperback]

A major challenge facing businesses today is how to grow while engaging in recognizably sustainable practices. It is not enough to just be sustainable; the challenge is communicating it and getting the customer involved in the message.Customer-Centric Marketingaddresses sustainable marketing planning, its barriers, and how to overcome them by demonstrating how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better relationships and increased effectiveness.

Ideal for senior marketing professionals and students of digital marketing and marketing strategy, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios.

Preface

Part One Changing landscapes

01 Developments in society
The rise of conflicting stakeholder interests
Corporate social responsibility
The business of business is business...?
The sustainability continuum
Sustainable marketing
Summary and activities

02 Why do companies fail?
Corporate governance
Changing environments
Size and complexity
Which way are you looking and are you listening?
What are you saying and is it worth hearing?
Co-creation of value
Summary and activities

03 Orientations
The role of markets
Summary and activities

04 Marketing and sustainability: Separating facts from fiction
What is marketing to you?
Summary and activities

Part Two Knowing your own company

05 Digital marketing and research
The research process
Digital marketing research
Big data
Little treasures
Search, site and social
Listening...
Research on the go
Summary and activities

06 Systems and customer-centricity
Systems
CRM
What is marketing’s role in supportinl#.